Rediff.com blitz adds to Domino's TV, print ad plans

"The objective is to create awareness and excitement," said Rakshit Hargave, chief of marketing at Dominos Pizza India. "This pizza is unique, as it has a layer of cream cheese between two thin crusts. Right now, the campaign is only on Rediff.com. Rediff is the most popular horizontal portal and is a good place to start." The online programme targets socio-economic class A and above, in the 18 to 35 age group in metropolitan cities. The campaign follows Domino's latest month-long corporate offer on portal Agencyfaqs.com, which offered discounts on bulk buying. "The portal is mainly for marketing industry and consumer-oriented news," said Hargave. "The objective is to distribute online coupons through this office-led campaign."